PPC news - January 2025

Google Ads broad match auto-toggle sparks advertiser concerns

Switching to conversion-based bidding in Google Ads may unintentionally convert exact and phrase match keywords to broad match, potentially leading to inflated ad spend and irrelevant traffic.

The key issues advertisers have with this is:

• Unwanted changes: The toggle occurs without user confirmation, affecting campaigns with tightly controlled targeting.
• Increased costs: Broad match keywords can attract less relevant clicks, risking budget inefficiency.

Navah Hopkins (Optmyzr) called this a “horrible choice” for inexperienced advertisers.

Google Ads Liaison Ginny Marvin acknowledged the issue, confirming that this behaviour is unexpected and under investigation.

Recommendations for advertisers:

1. Audit match types: Regularly check for changes to keyword match types after switching bidding strategies.
2. Monitor campaigns: Keep a close eye on performance metrics to spot irregularities early.
3. Revert unintended changes: Ensure campaigns remain aligned with strategic goals by reverting undesired adjustments.

While Google investigates, advertisers must stay vigilant. Proactive management can prevent unnecessary budget wastage and maintain campaign effectiveness.

Google tightens ad policies to enforce search spam compliance

As of December 2024, Google will automatically disapprove ads linking to destinations penalised for violating Search spam policies, aligning its ad ecosystem with search compliance rules.

Ad disapprovals for spammy sites:

• Ads pointing to destinations flagged with manual actions under Google Search’s Spam Policies will be disapproved.
• Manual actions are communicated to site owners via Google Search Console, offering an opportunity for resolution.

Curbing deceptive practices:

• Targets advertisers using PPC to drive traffic to spammy or manipulated pages flagged by Search enforcement.

Impact on campaign performance:
PPC performance is now directly tied to site quality. If a site is penalised, both paid and organic traffic will be affected, disrupting marketing strategies and revenue streams.

Higher stakes for advertisers:
This update emphasises the need for strong collaboration between SEO and PPC managers to maintain compliance and safeguard traffic sources.

Actionable steps:

1. Monitor Google Search Console: Regularly check for manual actions and address flagged issues promptly.
2. Prioritise site integrity: Ensure landing pages adhere to Google’s Search spam policies to prevent disapprovals.
3. Collaborate across teams: Align SEO and PPC efforts to maintain compliance and sustain campaign effectiveness.

By tying ad policies to search penalties, Google reinforces a high-integrity advertising ecosystem. Advertisers must adopt best practices for sustainable growth, avoiding shortcuts that risk penalties and disruptions.

Google files proposed remedies in DOJ antitrust case

As part of the ongoing antitrust lawsuit with the U.S. Department of Justice (DOJ), Google has submitted its proposed remedies, detailing how it plans to address the court's findings. While Google maintains its disagreement with the DOJ’s stance, it has complied with the legal requirement to outline potential solutions before the April 2025 hearing.

Key proposals:

1. Browser agreements:
   • Google suggests allowing multiple default agreements across different platforms (e.g., iPhones vs. iPads).
   • Users would have the ability to switch their default search provider at least once every 12 months, a period deemed “reasonable” under antitrust law.
2. Android contracts:
   • Google plans to make its Android agreements with OEMs non-exclusive.
   • Device makers could preload multiple search engines and apps without being required to bundle Google Play, Search, or Chrome.
3. Gemini distribution:
   • Google commits not to require the distribution of Gemini (its generative AI initiative) to U.S. users for three years.

The proposed remedies aim to provide competitors like Microsoft more opportunities while granting OEMs and users greater flexibility in platform and app choices. If adopted, these changes could reshape the competitive landscape of search, app distribution, and browser defaults.

Implications for marketers:

• Search competition: Increased competition in search engines could impact search traffic, CPCs, and ad placement strategies.
• Platform independence: Greater flexibility for OEMs might result in a more fragmented app ecosystem, requiring marketers to adapt campaigns across varied platforms.
• Monitoring future outcomes: The DOJ’s decisions could influence the long-term structure and operations of Google, impacting SEO, PPC, and app distribution strategies.

The remedies will be evaluated ahead of the April 2025 hearing, and further developments could provide insight into how the DOJ plans to address monopolistic practices in digital markets. Marketers should monitor updates closely to anticipate shifts in the digital advertising and search world.

Google introduces brand guidelines for Performance Max

Starting January 30, 2025, Google Ads will require BUSINESS_NAME, LOGO, and LANDSCAPE_LOGO assets to be linked at the campaign level for PMax campaigns, rather than at the asset group level.

A new brand guidelines setting increases control over branding.

These updates streamline asset management, ensuring consistent branding across formats. However, API users will need to adapt workflows as support evolves.

Next steps:

• Prepare required branding assets for campaign-level linking.
• Review tools and processes to accommodate the change.

This move reinforces Google’s commitment to maintaining brand integrity in automated campaigns.

Google tests double ad placements for same advertiser

Google is experimenting with showing two ads from the same advertiser on a single search results page (SERP), raising concerns about potential policy violations.

Observed by Anthony Higman, CEO of ADSQUIRE, over the past two weeks, this conflicts with Google’s stated policy: “We’ll show only one ad per account for a particular keyword.”

Google has clarified this is part of a controlled experiment to evaluate new ad configurations.

This could impact competition and ad performance, potentially increasing costs without guaranteeing proportional revenue gains.

Advertisers are wary as search ad costs are already rising.

LinkedIn tests paid boosting for personal posts

LinkedIn is experimenting with a new feature that allows individual users to pay for increased post visibility, expanding beyond its current business page boost options. This feature, currently available to a limited group of U.S. Premium Business subscribers, supports boosting text posts, images, articles, videos, and newsletters.

The move aims to empower professionals to boost their personal branding and reach more engaged audiences. However, it has also reignited frustrations over LinkedIn’s limited organic reach, with critics likening it to Facebook’s shift to a pay-to-play model.

While this tool promises greater control for individuals, concerns persist about the platform’s declining organic visibility and perceived erosion of trust in content distribution. A wider rollout is expected in 2025, potentially transforming personal branding strategies on LinkedIn.

Google Performance Max negative keyword exclusions now in beta

Google has launched a beta feature for Performance Max campaigns that allows advertisers to add negative keyword exclusions at the campaign level, a much-requested update.

This will give advertisers better control over where their ads appear, preventing them from showing up for irrelevant search terms. However, the rollout has been slow, with many advertisers reporting that they haven’t seen the feature in their accounts yet.

If successful, this update could be widely available in 2025, offering significant improvements to ad targeting in Performance Max campaigns. Until then, advertisers who don't have access will need to continue working with their account managers to manage exclusions.

Performance Max vs. search campaigns: new data reveals substantial search term overlap

A new analysis by Adalysis has uncovered substantial overlap between Google’s Performance Max and Search campaigns, re-raising pre-existing concerns about cannibalisation.

Key findings:

• Search term overlap: PMax ads appeared for Search keywords 2.8% of the time across all campaigns. However, 67% of PMax campaigns showed some overlap with Search keywords at the campaign level.
• Misspelled terms: Many PMax campaigns included misspelled or poorly formatted search terms (e.g., "papajohns" vs. "Papa Johns") not present in Search campaigns. This allows PMax ads to show where Search ads would typically be expected, as Google no longer reports on these variations.
• Simultaneous ads: About 45% of search terms triggered ads from both PMax and Search campaigns. While Search ads are often more relevant due to tightly-themed keywords, PMax ads can be broader, leading to a different user experience.
• Impression share: PMax outperformed Search in impression share 43% of the time and 61% of the time when significant overlap existed, suggesting PMax campaigns may have higher Ad Rank and more impressions.

Strategic implications:

Advertisers should monitor overlap to avoid inefficiencies. For campaigns with significant overlap, refining PMax asset groups or adding more targeted Search keywords could help capture relevant traffic. Additionally, reviewing misspelled terms and ensuring ad relevance in both campaign types will help optimise performance.